Tuesday, July 19, 2011

When Salvador Flores, an afternoon deejay dubbed “Tremendo,” signs on the air at La Explosiva, WCND 940-AM radio in Shelbyville, si usted no habla a español, no entender una palabra (“if you don't speak Spanish, you won't understand a word”).

That's because the 6-month-old station's broadcasts are all-Spanish — the music, the newscasts and advertisements, listener calls and posts to its website, at www.laexplosivaradio.com.

Kentucky's second Spanish-only radio station, WCND is helping satisfy the demand of a Hispanic population that has doubled in the state over the last decade to hear broadcasts in its native tongue.

The first station was 7-year-old, Louisville-based La Poderosa, WTUV, 105.7 FM and 620 AM (formerly La Caliente Radio), and the two stations split the Hispanic market — Shelbyville and the Lexington area for WCND, and Louisville and Southern Indiana for WTUV.

The birth of La Explosiva also reflects the growth in Spanish-language radio in the United States — more than 700 stations as of 2008, according to the latest figures from rating and research firm Arbitron.